The Challenge:
When Jockey came to us, the 85yr-old underwear brand Jockey risked languishing in the shadows of other brands that competed on the same functional benefits. What the brand needed was a distinct and emotional role to play. ‘Jockey gets you ready’ is an enduring creative platform that gives Jockey an active position in people’s lives, is differentiated from competitors’ promises of ‘support’ and works across every product range.
All Blacks 2023
Building on an association between Jockey and the All Blacks that dates back to 2004, the 2023 campaign featured All Blacks Jordie Barrett, Dalton Papali’i and George Bower as well as All Black’s Sevens players Tone Ng Shiu and Sam Dickson. The campaign explored the idea that readiness stems from small but fundamental acts of preparation, like remembering to put on a quality pair of underpants or baking date scones… it’s an All Blacks thing.
